Usually promotions offer a pleasantly exciting or perhaps surprising entertainment value. The pop-up campaign of the Swiss coffee brand Café Royal, on the other hand, aimed at scary or challenging experiences. Under the name FivePounds a Pop Up Location with 5 rooms and 5 challenges was created.
In a former Zurich jeweler, visitors experienced a venue in the style of an abandoned, dark warehouse. A bar, drinks and music provided a dark club atmosphere. The heart of the concept were five rooms, which should provide thrills. Among other things, one could face his fears in a virtual reality space, enter a stage with nothing but a microphone, climb into the boxing ring, get tattooed with an unfamiliar motif or beat a room short and small. Each of the five rooms was monitored by cameras. As soon as a guest entered a room, the events were broadcast on screens.
The idea not only demanded courage (sometimes more, sometimes less) from the visitors, but also participation.
The brand itself kept it in the background and left the show to the guests. The promotion was supervised by the agency Campbell & Jones. Social media communication and videos accompanied the campaign before, during and after.
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